App marketing metrics comparison

CTR is a marketing metric that measures how often a link, ad, or email is clicked in relation to how many times it’s shown.

DAU measures the number of unique users who engage with your app within a 24-hour window.

Advertisers and publishers

App owners, marketers, and product managers

• Offers an easy way to identify your top-performing channels and creatives
• Indicates where a campaign isn’t having the desired impact
• Informs your Google Ads quality score

• Helps you assess the effectiveness of your campaigns
• Helps measure your app’s popularity (its “stickiness”) and user experience
• Indicates your app’s general health and growth potential

• Research your audience and build strong personas
• Invest in creatives that resonate with your audience – show how you solve their problems
• Continually test and refine your campaigns

• Optimize your onboarding strategy so users understand the true value of your app
• Engage and re-engage users through multiple channels: push notifications, in-app notifications, emails, and SMS
• Use deep links for a seamless user experience

Click-through rate (CTR)

Daily active users (DAU)